February 8, 2011

BMW ‘Activates the Future’ as views on mobility and ownership evolve

Posted by: in North America

The idea of ownership is gradually becoming less desirable and, for things like homes and cars, more out of reach. “We’ve reached the limits of what George W. Bush used to call the ‘ownership society,’” writes professor Richard Florida, author of The Great Reset: How New Ways of Living and Working Drive Post-Crash Prosperity. We’re shifting toward a Non-Commitment Culture (one of our “10 Trends for 2011”), which encourages consumers to cut costs while getting what they want when they want it by renting or sharing goods.

For automakers, this means consumers no longer feel they need to own a car in order to experience or benefit from cars. With the New Mobility Industry, one of our “100 Things to Watch in 2011,” forward-thinking automakers will experiment with new models focused more on moving people to their destinations than selling cars. Car2go from Daimler and BMW on Demand already offer mobility in lieu of ownership. And with its “Activate the Future” campaign, which consists of four short films, BMW is trying to demonstrate that it’s not only ready for the inevitable but thinking about myriad possibilities for mobility, from electric cars to jet packs, flying cars and teleportation.

The New City,” the first to be released, features interviews with several experts on urban mobility. Lawrence Burns, co-author of Reinventing the Automobile, asks, “Can the automobile as we’ve always known it really be compatible with cities of the future?” Viewers can share their thoughts on this and more via the site’s forum. Zipcar founder Robin Chase, also interviewed in the first film, gets at a key tenet for car companies today: “Everything that is rigid fails. And everything that can evolve and adapt succeeds.” By creating a conversation around mobility, BMW is positioning itself as a company that’s ready to adapt to a post-ownership world.

2 Responses to "BMW ‘Activates the Future’ as views on mobility and ownership evolve"

1 | SAul

February 16th, 2011 at 4:10 pm

Avatar

Thanks for the article. Just a quick note – Richard Florida did not write Bowling Alone. Bowling Alone is written by the great Robert Putnam and is a book about social capital.

2 | christine

February 16th, 2011 at 6:05 pm

Avatar

Thanks for the catch, Saul! That probably slipped in there when thinking of Florida’s other stuff – in particular his “The Rise of the Creative Class” where he talks about Putnam.

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

New Trend Report: Meet the New Family

2014 iPad App

JWT AnxietyIndex

Things to Watch

  • Room-sharing service Breather
    September 16, 2014 | 3:30 pm

    Breather

    Described as the “Zipcar for rooms,” Breather is an app that enables access to “beautiful, practical spaces” that can be rented anywhere from 30 minutes to a whole day. While sharing-economy players like LiquidSpace and PivotDesk offer work and meeting spaces, Breather positions its rooms as homey spots that can serve a range of purposes (though not, the founder assures, seedy ones). Rooms include the basics—a desk, a couch, Wi-Fi—as well as some fun touches like a candy jar. Lockitron technology lets users unlock doors with their mobile phones. Breather is available in New York, Montreal and San Francisco, and recently raised $6.5 million in venture capital, citing plans to “own every major market in America.” —Hallie Steiner

    Image credit: Breather

  • Barco Escape’s immersive screens
    September 11, 2014 | 4:15 pm

    Maze Runner

    Escape is a triple-screen system from Barco that “allows you to truly be in the movies, not just at the movies”—in line with the rise of immersive experiences, one of our 10 Trends for 2014 and Beyond. Audiences at five U.S. locations and one Belgian cinema will get their first taste of the concept with next week’s release of The Maze Runner, about a group of teens trapped in a massive maze, which will feature about five minutes of immersive footage at key moments. ScreenX is among the other multi-screen, multi-projection cinema experiences we’ve highlighted. —Aaron Baar

    Image credit: Maze Runner

  • “Smart” personal safety
    September 2, 2014 | 6:01 pm

    Defender

    Earlier this year we wrote about the Guardian Angel, a pendant that alerts emergency contacts whenever wearers feel unsafe, created by JWT Singapore. Smart technology is addressing personal safety in other ways too. The Defender is a smart pepper spray that works in tandem with a mobile app, taking a picture of an attacker while contacting authorities. It’s in the final week of an Indiegogo campaign that has well exceeded its goal. Similarly, First Sign has crowdfunded a smart hairclip that detects physical assault, records the evidence and sends for help.

    Meanwhile, college campuses are embracing a more basic form of this tech, encouraging students to download apps like Rave Guardian and Circle of 6, which enable a chosen network to monitor a student’s GPS location during a night out. In a different vein, students at North Carolina State University made headlines last week for their Undercover Nail Polish, which changes color in the presence of “date rape drugs.” —Allison Kruk

    Image credit: The Defender

  • Nestlé’s animal-welfare standards
    August 28, 2014 | 10:00 am

    Nestle

    We wrote about rising concerns over treatment of the animals that people eat back in 2012 as brands including Burger King, McDonald’s and Hellmann’s pledged to institute more humane practices. We also included Humane Food among our Things to Watch for 2013. The trend recently picked up more steam with Nestlé’s announcement of animal welfare standards for its suppliers worldwide, following an investigation by the group Mercy for Animals.

    “The move is one of the broadest-reaching commitments to improving the quality of life for animals in the food system,” notes The New York Times, “and it is likely to have an impact on other companies that either share the same suppliers or compete with Nestlé.” Observed the influential blogger Food Babe: “People want to know where their food comes from, and in order to survive the next decade, the food industry will have to change.” —Marian Berelowitz

    Image credit: Nestlé

  • Alternative waters
    August 19, 2014 | 1:59 pm

    Vertical Water

    With the coconut water craze going strong, watch for more variations on H2O thanks to consumer interest in more natural alternatives to soda and openness to novel products. Antioxidant-rich maple water (made from maple sap) is gaining attention, while almond water from the startup Victoria’s Kitchen has secured space at Whole Foods and Target. As the AP reports, there’s also cactus, birch and artichoke water—made from either water extracted from the plant or boiled with the ingredient in question—whose makers tout their vitamin and mineral content, as well as their infection-fighting properties. —Allison Kruk

    Image credit: Vertical Water

  • Smart mannequins
    August 13, 2014 | 5:01 pm

    Iconeme

    One of our Things to Watch in 2014, beacons have been popping up everywhere from airports to restaurants to museums. But the biggest pickup for these devices—low-cost transmitters that use Bluetooth to precisely track consumers’ mobile phones and send targeted content—has been among retailers. Now, British retailers including House of Fraser, Hawes & Curtis and Bentalls are testing mannequins outfitted with VMbeacon technology from the startup Iconeme.

    A “smart mannequin” enables nearby shoppers with a related mobile app to get details about what it’s wearing and how to find the products in the store or buy them online. The big question is whether customers will be motivated to opt in; skeptics say the technology doesn’t yet provide enough real benefit. —Allison Kruk

    Image credit: Iconeme

  • De-teching apps
    August 7, 2014 | 10:55 am

    De-teching—the idea that more people will choose to temporarily log off—was one of our 10 Trends for 2011, and in our 2014 trend Mindful Living, we discussed the idea that digitally immersed consumers will try to use technology more mindfully. Perhaps ironically, several new apps aim to help people do so.

    Moment tracks phone use and alerts users when they reach their self-imposed daily limit. Pause is “designed to help us reconnect with real life”; it encourages people to use Airplane Mode and engage in real-world activities, and attempts to turn this behavior into a game among friends. Finally, Menthal is part of a research project out of Germany that helps users find out, “Are you in control of your smartphone? Or is your smartphone controlling you?” —Marian Berelowitz

  • Intuitive eating
    July 29, 2014 | 5:00 pm

    Veggies

    As spotlighted in our 10 Trends for 2014 report, people are becoming more interested in Mindful Living, including the notion of eating more mindfully. And with consumers showing declining interest in dieting, the idea of “intuitive eating”—paying closer attention to the body’s hunger signals rather than following a strict regimen—has been steadily gaining traction. Recent media mentions include articles in Fitness and New Zealand’s Stuff, and a Refinery 29 writer is blogging about adopting the practice. With a recent analysis of studies finding that intuitive eating can be a successful strategy for people who are overweight or obese, watch for more consumers to embrace this anti-diet philosophy. —Allison Kruk

    Image credit: Theresa Kinsella

  • Chinese mega-cities
    July 24, 2014 | 1:15 pm

    Tianjin

    China, home to the world’s second largest rural population, is expected to add close to 300 million more urbanites by 2030, when Shanghai and Beijing will likely account for two of the world’s Top 5 mega-cities, according to new UN research. “We are observing one of the most significant economic transformations the world has seen: 21st-century China is urbanizing on a scale 100 times that seen in 19th-century Britain and at 10 times the speed,” notes a new McKinsey paper on cities and luxury markets. China’s wealth will be concentrated in these urban areas: Over the next decade, McKinsey expects Beijing, Tianjin, Guangzhou, Chongqing and Shenzhen, in addition to Hong Kong, to join the list of “top luxury cities.” —Marian Berelowitz

    Image credit: Jakob Montrasio

  • Brands + Google Glass
    July 15, 2014 | 6:09 pm

    SPG

    As Google Glass makes its way into the hands of more people (last month it became available in the U.K.), brands are experimenting with the new possibilities that the platform affords. In March, Kenneth Cole became the first to launch a marketing campaign—the “Man Up for Mankind Challenge”—through a Glass app. Users were challenged to perform and document good deeds for the chance to win a prize.

    Starwood’s new Glass app, billed as the first such app from the hospitality sector, lets people voice-search its properties, view photos and amenities, get directions and book rooms. An array of other marketers have turned out apps for early adopters, from Sherman Williams’ ColorSnap Glass (easily create a paint chip that mirrors anything in view) to Fidelity (delivers daily market quotes for Glass wearers). —Tony Oblen

    Image credit: SPG

  • RSSArchive for Things to Watch »